The Effect Study Of Commercial Media Of The Lanzhou City Secondary School Students On Their Consumption Conception

Form the angle of Communication Studies, this article use survey and interviews to obtain information on advertising media and consumer attitudes of Lanzhou Middle school students ,to master the common feature and the rules of their contacting commercial media ,and their consumption conception in the daily life , with emphasis on influence the contact commercial media impose on the consumption conception of the secondary school students in the region, and analysis according to Communication Studies and Sociology .The paper is divided into five parts, in the first part, explain the purpose , the significance , the circumstance and research design; in the second part, describe the real situation about contact commercial medium of the Lanzhou City secondary school students , from the following three sides: the contact frequency commercial medium , the preferences and confidence , to measure middle school students' situation on newspaper ads, magazine ads, radio ads, television ads, online advertising and outdoor advertising in Lanzhou City ; The third part of this issue describes the secondary school students' Status quo of consumption conception in Lanzhou City, we find that their consumption conception is mainly transitional type , especially rational and blind consumption conception exists side by side , meanwhile we make a divergence analysis to the different groups of the secondary school students. The fourth part is the main part of this research , analyze three factors which influence the consumption conception; personal factors, the mass media factors and the contact ad media factors . Through the survey we find that the first two factors do nothing with the consumption conception . In terms of the ad contact factors , the contact frequency and trust of six types of advertising media did not have any impact on the respondents' consumption conception . The prefer to TV ads and radio ads impact the conception , and the other four do not. The study found that the primary group of the middle school students could expose directly impact on the whole students' consumption conception , while the media contact could expose impact potentially . The end of the issue is the conclusion of this study , and make reasonable suggestions to the existing problems .